In present-day technology is governing the way we live and lead our life. It primarily governs our day-to-day work, quality of life, health, environment and surroundings. The use of technology has made our lives easier as almost everything around us is accessible with the use of some innovative technologies. But at the same point in time, it has made the experience little complex for the older people living in our society. As per the Ministry of Statistics, Government of India 2017, the numbers of Indians over the age of 60 years constitute almost 36 per cent of the country’s population. Considering this fact, it is imperative to be acquainted with the full picture of digital involvement of older people in the country. The research is focussed primarily on the people aged between 58 and 70 years residing in the urban locality of India. The study will use a mixed-method framework to conclude its findings. Data are collected first through a survey of 388 respondents and then interviewing some of the participants (20 participants who were also part of the survey) from different states of India. Sequential explanatory research design is used to conduct the study. Phase one is a quantitative analysis where statistical tools like Cronbach’s alpha, factor analysis and regression is used to validate the proposed model. In phase two, the validated constructs of the proposed model are used to frame the discussion guide and in-depth interviews were conducted. The depth interviews further clarified and explained in more details the results derived from the quantitative study in the first stage. The purpose of this research is to identify the level of digital exclusion and also to ascertain the reasons behind the marginalization. Further, the research is also focussing on understanding the noteworthy perceptions that will be effective in creating and implementing strategies for digital inclusion and engagement of the elderly in India. The results (both quantitative and qualitative study) established the influence of perceived usefulness, ease of use, risk and anxiety on the engagement and hence generating an attitude towards adoption.
Purpose The paper discusses the potential of digital influence and the need to integrate technology-based platforms in the lives of older adults. Design/methodology/approach The author adopted “age” as a construct and discussed how the elderly in our society are adapting to the changing landscape of digital disruption. The study also highlighted some opportunities for marketers to focus on. Findings The author discussed in detail the presence of the elderly in the digital platforms and the need of the marketers to target this age group to generate business. Originality/value The paper introduced the necessity to understand and explore the under-explored segment of older adults. The study also deliberated various ways through which the marketers can actually drive business focusing on this section by taking care of only their daily needs and optimally utilizing the untapped opportunities of these platforms.
Social media interactions invariably include trolling, where disruptive or annoying comments are made online, and gender trolling is one aspect of trolling. Gender trolling in India has turned ugly, with mischievous and offensive tweets transforming into threats. However, far too little research has examined the perceptions of such trolling among women. What do Indian women on Twitter feel about trolling? Are they encountering prejudice on the platform as well? How do they cope with vitriolic trolls and online threats? This study employs a feminist narrative approach to evaluate perceptions of gender trolling among women on Twitter in India. The study aims to understand the impact of online trolling among Indian women Twitter influencers. Insights into their online trolling experiences from twenty-five selected women social media influencers on Twitter were gathered through detailed interviews. This study unravelled some critical observations and responses towards gender trolling among women Twitter influencers in India. The research also explored if the regularization of misogynistic laced gender trolling within the Indian online space alters the way women social media influencers respond to trolling.
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